Introduction

Abstract

Model building in marketing started in the fifties. It is now a well-developed area with important contributions by academics and practitioners. Models have been developed to advance marketing knowledge and to aid management decision making. Several state-of-the-art textbooks review and discuss many of the models.1 This book is a revised version of Building Implementable Marketing Models (BIMM).2 BIMM was not positioned as a “state-of-the-art book”. Instead, it elaborated on the following steps in the model-building process: specification, estimation, validation, and use of the model. In the current book we maintain the focus on these steps, with the aim to contribute to the increased implementation of marketing models.